Strategic Marketing for Non-Profit Organizations
Souk el Tayeb is Lebanon’s first farmers’ market, created in 2004 to bring people of different regions and traditions together to celebrate food and food traditions. Since then, it has grown into a social enterprise that coordinates a farmers’ market (Souk), a restaurant with farmer chefs (Tawlet), a private label food product (Dekenet), regional food festivals, and educational activities. Souk el Tayeb (SET) is well known among certain segments of the Lebanese population, and is even hailed as a model for reviving food traditions in other countries. With so many activities and a rapidly expanding set of goals, SET sought a marketing and communications strategy support and enhance its work.